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Tourism Low-Carbon Decision-Making Through the Avoid–Shift–Improve Framework
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DOI：10.1177/00472875261459271.png)
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Abstract
En 中文
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Using the Avoid–Shift–Improve framework, this study examines how demographic factors and psychological, behavioral, and attitudinal drivers are associated with tourists’ low-carbon decision-making across mobility, consumption, and accommodation. Survey data were collected from 416 young Finnish travelers, and analyzed using correlation tests, repeated-measures ANOVA, and cluster segmentation to examine cross-domain and cross-strategy variation. Findings show that demographic factors have limited influence, whereas psychological, behavioral, and attitudinal drivers motivate sustainable choices.
<jats:italic toggle="yes">Shift</jats:italic>
dominant mobility decision-making,
<jats:italic toggle="yes">Avoid</jats:italic>
emergence in consumption, and
<jats:italic toggle="yes">Improve</jats:italic>
are most common in accommodation. Three adopter groups are identified as strong, moderate, and weak, reflecting different levels of engagement. Theoretically, the study advances low-carbon tourism research by empirically operationalizing
<jats:italic toggle="yes">Avoid–Shift–Improve</jats:italic>
as a domain-sensitive decisional framework. Practically, the findings support segmented policy and marketing strategies, emphasize benefit-oriented sustainability communication, and underscore the need for context-specific interventions to facilitate broader adoption of carbon-neutral travel choices.
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